All-IP future: Can traditional & public service media depend on DVB-I or Freely to leave no one behind?

By Dr Amal Punchihewa

In recent months, we explored the challenges facing the broadcast and media industry, particularly in ensuring content accessibility and availability for our fragmented audiences. We also analysed the objectives of next-generation video coding, focusing on enabling future device ecosystems with manageable computational demands, optimised energy usage, and affordable royalty models.

This current article highlights key developments that have shaped the topics to be discussed at major upcoming conferences, including:

• BroadcastAsia 2025 (BCA2025): Taking place in May, this event gathers thought leaders to address emerging trends and innovations in broadcasting.
• Asia Media Summit 2025 (AMS-2025): Organised by the Asia-Pacific Institute for Broadcasting Development (AIBD), this summit will be held in July in Siem Reap, Cambodia, bringing together regional stakeholders to discuss broadcasting’s future in Asia.
• IBC2025: Scheduled for September in Amsterdam, this global event remains a central platform for the broadcasting industry to take a deep dive into managing the fast-changing media and entertainment landscape.

BCA2025 will cover a diverse range of topics vital to the M&E industry, especially in the Asia-Pacific region. Key areas of focus include the future of work in media and entertainment, technical standards and industry interoperability, and advancements in artificial intelligence (AI), data, and immersive technologies. 

The conference will also address pressing challenges such as cybersecurity and piracy, technology trends, innovations and revenue growth strategies in Asia. In addition, it will delve into tech-driven content localisation and fostering global engagement, ensuring relevance in an interconnected and ever-evolving industry landscape.

In parallel, the open DVB-I standard facilitates integrated access to linear television via IP streaming. DVB-I serves as an Internet-centric method for signalling and discovering TV services, whether delivered through IP or broadcast networks. This information is then presented to viewers via an Electronic Programme Guide (EPG), eliminating the need to launch separate applications.

Public and private TV broadcasters in Germany are collaborating with stakeholders to create a framework that supports the market launch of the DVB-I standard. 

Dr Thorsten Schmiege, President of the Bavarian Regulatory Authority for New Media (BLM), is overseeing the coordination of the market launch of DVB-I as part of his role in the Innovation and Infrastructure Committee of the Directors’ Conference of the State Media Authorities.

During a recent roundtable discussion, he highlighted that DVB-I will further integrate streaming and traditional TV. He emphasised its unique features, including broadcasting discoverability, user-friendliness, and resource efficiency – key factors driving BLM’s collaboration with market participants and associations to prepare for the launch.

In future, TV sets will allow the integration of programmes from various distribution channels, including cable, satellite and antenna, and pure IP streaming. This will provide viewers with direct access to TV content through a unified user interface, enhanced by additional features such as an improved programme guide and effortless transitions to non-linear offerings from broadcasters.

Beyond Germany, several European authorities, including Italy, Ireland, and Spain, are conducting DVB-I trials. The DVB-I pilot in Germany, which was launched in 2022, successfully demonstrated its potential as a viable solution and was showcased to the public. Currently, the DVB-I Task Force of the Deutsche TV-Platform is working on creating a technical implementation profile for receivers.

Spanish public broadcaster Radiotelevisión Española and the Association of Regional Public Media Services FORTA have also established a new pilot for DVB-I. This initiative considers the distinctive features of Spain’s broadcasting landscape, where digital terrestrial television (DTT) continues to be the leading platform for linear TV consumption.

The DVB Project and its members are delighted to see interest in DVB-I growing across Europe and beyond. Each market’s unique circumstances provide valuable insights, helping to and adapt the standard for broader implementation.

In recent years, large-scale entertainment events distributed online by major media organisations have been driving two of the largest data streams: sports and video games. This trend is particularly prominent in the UK and US, where significant spikes in Internet traffic occur during major football games or video game updates, often breaking traffic records and requiring the media ecosystem to adapt to increased demand. 

Operators like Sky Media UK assert that the Internet’s primary role in entertainment lies in delivering sports and video games. Meanwhile, traditional and public service media (PSM) have faced growing challenges in securing distribution rights due to high costs and restrictive conditions.

PSM broadcasters and others are increasingly incorporating streaming services alongside their DTT services. With viewership and attention becoming more fragmented, broadcasters must ensure their content is easily discoverable and engaging across various platforms where audiences spend their time. The focus lies in expanding the content ecosystem and tailoring offerings to meet the evolving preferences and habits of these audiences. 

In the UK, the streaming service Freely, developed by Everyone TV in collaboration with public service broadcasters, aims to provide a unified platform offering premium, brand-safe content both live and on-demand. 

Freely is founded on the principle that high-quality British content should be easily accessible to every audience across the nation. As the broadcast industry transitions to an all-IP future, Freely ensures the universal availability of public service content, striving to leave no one behind, as highlighted in previous discussions.

Interactive mechanisms and AI tools are increasingly being utilised to enhance audience engagement and reduce churn. Much of the discussion around AI focuses on its potential to drive productivity and efficiency. However, AI also presents significant challenges, including its role in amplifying fake news, disinformation, and misinformation, as well as its impact on job security within the broadcast and media industry.

Back to BCA2025, and a session titled “Future of Work in Media and Entertainment” will delve into the transformative role of AI and automation, examining their effects on jobs and workflows within the broadcast and media industry. It will also explore trends and predictions for the Asia-Pacific region and strategies to future-proof media professionals through education and training. 

AIBD, a leading regional training institution dedicated to developing human resources and advocating for broadcast and media policies, is moderating this session through its Director & CEO, Philomena Gnanapragasam. Dr Peter Siebert, a Distinguished Lecturer of the IEEE-Broadcast Technology Society (BTS), an organisation of professional broadcast engineers, will join as a speaker and panellist.

Emily Dubs, Head of Technology at the DVB Project, will deliver a presentation at BCA2025 titled “Standards-Driven Transition to Next-Gen Media Distribution.” Her talk will emphasise how DVB’s initiatives support the migration to emerging networks while maintaining interoperability across the global media distribution ecosystem. 

This presentation is part of the “Technical Standards and Industry Interoperability” session, which will explore topics such as ensuring interoperability between broadcast and over-the-top (OTT) platforms to meet multi-device consumer demands, efficient IP-based video and audio transport standards, standardised protocols for cloud-based production, and addressing legacy system compatibility. Additionally, DVB-I will play a pivotal role in enabling future IP-dominant broadcast distribution. 

Declining advertising revenue has sparked extensive discussions on innovative solutions to address this challenge. Strategies such as personalised and targeted advertising are being implemented, alongside ads designed to prompt immediate shopping actions. In early March 2025, Amazon revealed plans to introduce shoppable ads in the UK, offering interactive formats that integrate shopping experiences into their platforms.

Shoppable ads are set to launch on Prime Video this year as part of a new suite of interactive formats. David Amodio, Head of Video Sales Specialists Northern EU, told the Connected TV World Summit that Amazon aims to make advertising both highly relevant and engaging for viewers.

Shoppable ads, already introduced in the US, are described by Amazon as an interactive format. For example, imagine relaxing on your sofa when an ad for headphones appears. With an interactive overlay on your screen, you can effortlessly add the product to your basket with just a few clicks, blending the shopping experience with your viewing. 

Amazon states that the login process for shoppable ads will align with the retail source, allowing viewers to remain within the player without interruptions. This integration is designed to enhance user experience, making it intuitive and hassle-free. Moreover, Amazon highlights the option to pause — an already quite popular feature in the broadcast industry — as another approach to enrich interactivity and engagement. 

Amazon’s third approach, known as the Shoppable Carousel, allows viewers to browse through different products or features using navigation arrows on their remote control. Amazon claims that this innovation introduces a shopping layer on a scale that has never been seen before. 

The evolution of broadcasting and media continues to transform the industry, driven by innovative technologies, standards, and strategies to engage fragmented audiences. From integrating linear television with IP streaming to tackling challenges in advertising and leveraging AI, these developments reflect the dynamic landscape ahead. 

As global conferences like BCA2025, AMS-2025, and IBC2025 lead the conversations, the focus remains on adapting to the future while staying connected with audiences and addressing the industry’s pressing needs … and leave no one behind!